DoubleClick Search Announces New Google Shopping Campaigns Tools For Retailers

Today Doubleclick Search launched three new reporting and optimization tools for retailers using the DoubleClick Search Commerce Suite.

Designed for Google’s Shopping Campaigns, which take effect on August 31, new Adaptive Shopping campaigns structures product groups based on similar conversion rates. Integrating directly with Google Merchant Center, the tool automatically subdivides existing product groups by product ID based on performance.

Google says it has found that 90% of the median advertiser’s cost comes from only 9.5% of its products. Adaptive Shopping Campaigns are designed to isolate high-spending, high-converting products from lower-converting products so that bids can be set separately.

Advertisers often lump these high-spend products into bid groups with other, lower-converting products — leading to bid values that are not optimized, based on relative performance. Adaptive Shopping campaigns ensure your most popular SKUs get the right bid by creating product groups for each item earning high traffic.

Purchase Detail Reports, currently in beta, show the products consumers purchased and the ads that drive those sales. Rather than having to piece separate ad and product sales reports together to find, the tool uses the DoubleClick floodlight tag to customize and report on specific product sales by any attribute, including color, size, product line, and style.

Product Detail Reports aren’t limited to Shopping Campaigns, either. They are available for any campaign type on AdWords or Bing and include margin data to at the keyword level so advertisers can quickly see what keywords are most profitable.

The third tool, which actually came out earlier this month, is bid optimization for Shopping campaigns. The DoubleClick Search Performance Bidding Suite can be used with Shopping Campaigns for near real-time bid optimization based on conversion data and bidding strategies set at the campaign, ad group or product group level. Mobile bid modifiers can also be set automatically.